Advertising awards go beyond simply recognising the achievements of the individuals and their agencies. These awards bring to the fore the incredible results that can be achieved when a creative spark is translated into a call to action, one that creeps into the soul of the consumer and results in an emotive response. This weekend, the annual Loerie Awards were announced and the Association for Communication and Advertising wishes to congratulate all of the winners. The ACA is pleased to announce a collaboration between the APEX and Loerie awards. With effect from 2015, ACA member agencies will be invited to enter their winning work from Loeries into the annual APEX Awards.

Why Advertising for your career.

The AAA School of Advertising dominated the Loeries student categories this year, notching up an impressive thirteen awards. The school, owned by the industry through the ACA is the only internationally accredited advertising school in South Africa. The benefit to the students at the school derives from the active industry involvement in terms of lecturers, course work and most importantly, the school provides instruction based on what the industry effectively requires from students with an advertising and communications related qualification. The ACA wishes to congratulate the following AAA students on their achievement at the 2014 Loerie Awards. Kgosietsile Mogorosi, Portia Manaledi Mamosebo and Tanya Das Neves from the AAA School Randburg campus. Winners from the AAA School Cape Town Campus are Emijl de Kock, Sanri Pienaar, Leigh Pietersen, Emma Philip, Melissa Fontini, Shana Sivewright, Cheyne-Levi Maasdorp, Amy Thompson, Stratos Efstathiou, PJ Offner and Simone Pelser

Why Advertising for business.

The key to any communications campaign from a commercial point of view is the success that a brand derives from it. From a creative point of view it is the emotive ability, translating the clients’ brief into text and images that drive the call to action. It is this creativity that we celebrated this past weekend in Cape Town. The ACA wishes to congratulate all the Loerie winners, and in particular the ACA member agencies – 140 BBDO, DDB, Draft FCB, FoxP2, Havas, human.kind, Ireland/Davenport, JWT, Joe Public, King James, Lowe and Partners, M&C Saatchi Abel, Net#work BBDO, Ogilvy & Mather, Publicis Machine, Saatchi & Saatchi, TBWA/Hunt/Lascaris, The Hardy Boys, The Jupiter Drawing Room, Thirtyfour and Y&R.

APEX and Loeries collaboration.

The Loeries Effective Creativity Award, now in its second year, complements the well-established APEX awards that recognises, rewards and celebrates communications campaigns’ effectiveness. While APEX recognizes campaigns that are proven to drive business results, the Loeries has always focused on innovation. Many APEX winners are also Loeries winners and the Loeries Effective Creativity Award is the first to formally recognise the value that creativity adds to business results.

Because Loerie entries can flight right up to the entry deadline, it’s not always possible to present results for a campaign that has just launched. While the Loeries judging takes five key factors into account: Innovation, Quality of Execution, Relevance to the Brand, Target Market and Chosen Medium, actual data might not be available at the time of judging. And this is the purpose of the Effective Creativity Award: to give agencies and brands the opportunity to show the results of their award-winning work, for up to two years after the original Loerie award.

By helping to demonstrate that outstanding creative communication drives effective business results, the Loeries hopes to strengthen the entire brand communication industry, contribute to higher standards and drive better business returns for brands. “An APEX award affirms the credibility and the value of creative work. It is a statement to our credence as a business sector as it affirms our credibility and affirms our contribution to industry. This affirmation ensures that our sector of communications and advertising is maintained, sustained and grown into the future. We are excited to announce the collaboration with the Loeries with effect from next year,” says Odette van der Haar, CEO ACA.

All ACA members who win Loerie awards are invited to enter their winning campaigns into the APEX awards for the following year. Any Loerie-winning work from 2012 and 2013 is eligible for entry into the 2015 APEX awards.

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